In 1982, before crowdfunding sites like Kickstarter existed, George Lois, an adman in New York City, was already experimenting with consumers' ability to demand that a product make it to the marketplace. The product was MTV. The experiment was a slogan that helped define a generation, "I Want My MTV."

Whether you're Sergey Brin or an unknown entrepreneur, deadlines are difficult. That's why you need a simple, tough approach, like the one used by George Lois, the legendary ad man and designer. His way? "Don't be a pus—." . . . here's where the blue streak starts.

For the legendary designer, there's no better recipe for failure than having too many cooks in the kitchen. (Yes, you are meant to think about Andy Warhol drowning in a can of Campbell's Tomato Soup at this point.)

The lab will produce its own short-form video content for MTV's mobile apps, and will act as a platform for discovering new talent. Loud, funny and weird ideas are welcome, says the channel's VP of connected content, Colin Helms.